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NEWS1 April 2009

Collective Intellect to track MTV web audiences

Big Data

Analytics firm to analyse online social media content for broadcaster

US-- MTV Networks has hired analytics firm Collective Intellect to help it research its online audience.

The partnership, which covers all of MTVN's brands, including MTV, VH1, Comedy Central and Nickelodeon, will include real-time tracking of social media content.

Colleen Fahey Rush, MTVN's executive vice president of strategic insights and research, said: “Collective Intellect and its analytics technologies will get us even closer to our audiences and the communities they build around our content across the web.”

Tim Lefkowicz, president of Collective Intellect, said: “With the new ways that audiences consume media, it's critical for entertainment companies to know what their core audiences are saying and determine the influence they have on their brands.”

MTVN will use Collective Intellect's tools to identify influential audience members, gauge consumer sentiment, theme extraction and audience insight technologies.

Author: Robert Bain